To show consumers that they, too, could look red-carpet ready with the help of their products, L’Oreal Paris recreated Golden Globes glamour in real time on social networks such as Facebook, Twitter, and Tumblr.
In collaboration with agency R/GA, the beauty brand set up a “shoppable social commerce center” in New York City this past weekend. L’Oreal Paris’s social team and R/GA worked with eight style influencers and five models to create social content in real time during the TV broadcast of the Golden Globes.
The social team used a 360-degree camera to shoot videos that recreated celebrities’ glamorous looks as they walked down the red carpet. Those videos were then transformed into GIFs that were uploaded to L’Oreal Paris’ Tumblr page, and also promoted on Facebook and Twitter. For example, when L’Oreal’s Twitter followers click the link from the tweet shown below, they are directed to L’Oreal Paris’ Tumblr page where they can learn how to make Amy Poehler’s elegant chignon.
The beauty brand purchased paid ads on Facebook and promoted tweets on Twitter in an effort to drive viewers to Tumblr. Each social post also included e-commerce links to shop for related products.
“L’Oreal’s social push for the Golden Globes is a really forward-thinking approach,” says Justin Garrity, president of TigerLogic, a social media aggregation and display platform. “This is how fans want to experience events – a totally immersive and interactive experience in real time, that goes well beyond the video feed. Posting shoppable links to social timelines is extremely smart. In addition to that, we’ve also seen brands have great success with creating social campaign hubs that bring together fan and brand content, as well as shoppable social, all in one place.”
According to Garrity, more and more brands in fashion, entertainment, and college and professional sports are looking to make their e-commerce experience more social.
“We’re seeing the most activity in both sports and entertainment,” he notes.
As of press time, R/GA hadn’t responded to ClickZ‘s request for comments on the performance of the campaign. However, L’Oreal Paris created a Tumblr page for #LOrealParisLive campaign during last year’s Golden Globes as well, which reportedly represented 80 percent of beauty-related conversations on Twitter, generated 21.8 million impressions, and 234,000 engagements.
Do you think the added features of this campaign will mean a spike in this year’s numbers?
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